modebranchen.NU NU International June 2019 | Page 41

KEY LOOKS
RATHER
THAN HUGE
COLLECTIONS
SHOW&ORDERXPREMIUM
At the theme areas PREMIUM wants to provide
overview, inspiration and emotional appeal.
BY HELLE MATHIESEN
ST
OR
SEEK
SHOW&ORDERXPREMIUM
TRANSLATING LIFESTYLE TRENDS
Each season, SEEK, the Voice of Street Culture, pre-
sents selected streetwear and urbanwear pieces that
translate the current lifestyle trends for the industry.
SEEK stands for democracy and fairness, clarity,
friendliness and honesty, in keeping with the motto
of “what you see is what you get”. The focus is on
carefully selected style tribes that embody the mo-
dern zeitgeist and guarantee SEEK’s visitors valuable
inspiration.
After the overwhelming success of the first initia-
tive with One Warm Winter in January, SEEK and the
Berlin-based NGO are planning to collect sneakers
for the homeless this summer in front of the location
during the show, but also before and after by collabo-
rating partner stores.
AT
INSPIRED BY DEPARTMENT STORES
At SHOW&ORDER X PREMIUM buyers gain inspira-
tion and stories not only from the atmosphere, but
also from the spacious Experience Floor. The trade
fair concept is inspired by the department stores.
The Beauty Lounge will be part of the show again:
the place to go to enjoy a quick freshen-up during the
hustle and bustle of the fashion week. It’s not just the
KÜHLHAUS itself that has lots to offer again in July
2019 – the Outside Area, too, will be equipped for hot
summer days with a beach lounge, bar and mouth-
watering catering.
0
This season focus at PREMIUM continues to be on
the restructuring of the halls. The goal is to amalga-
mate the theme areas more precisely and make it
easier for visitors to gain an overview, as well as to
inspire them and appeal to their emotions.
The exhibitors will present key looks rather than huge
collections. On top of this we see the recurrence of
a trusty PREMIUM theme: sustainability. As a result
of this, there will be no plastic in the catering areas; a
strong focus on rubbish sorting; and specific promo-
tion of eco-brands.
PREMIUM